According to the product introduction of Jianlibao official website, the newly launched "Love Sports" is grapefruit-flavored. L-carnitine, vitamin B6 and nicotinic acid contained in the beverage can effectively supplement electrolytes for sports people, among which L-carnitine can not only enhance endurance, delay fatigue, but also promote fat burning. At present, there is only one norm of "loving sports". The price of 500ml bottle is around 5 yuan, which is consistent with other functional drinks on the market. From the packaging point of view, the bottle of "love sports" is mainly blue and white, which is obviously different from the orange packaging of "Jianlibao".
Jianlibao, which makes sports drinks, has developed many product lines for the leisure beverage market in the past 20 years, and has successively launched a variety of soft drink products featuring "fruity taste", including the fifth season fruit juice drink, wonderful bubble, fruit-popping steam and so on. On the contrary, the last update of Jianlibao functional beverage product line was 1984' s orange-yellow "Oriental Divine Water". Jianlibao also called the launch of this new product the restart of the brand movement "Gene".
Image source: Jianlibao official website
The continuous growth of the sports beverage market has undoubtedly given Jianlibao the confidence to make persistent efforts. According to the Report on Investment Analysis and Prospect Forecast of China Functional Beverage Market from 2018 to 2023 issued by China Commercial Industry Research Institute, during the period from 20 12-20 16, the compound annual growth rate (CAGR) of the retail volume of functional beverage industry in China was about 14%. According to the industry data released by Euromonitor International in 20 18, the total market volume of functional drinks reached 515-2017 and 56.8 billion yuan respectively in 590 yuan, and it is estimated that the total market volume will be 6 18 from 2018 to 2020 respectively.
Zhu, a food industry analyst in China, told Guangdong Interface that in recent years, the popularity of running and fitness lifestyle, changes in the new generation's work schedule, living habits and work rhythm are all stimulating the growth of the functional beverage market. According to the report "20 16 Food and Beverage Trends and Consumer Insights in China" released by Ipsos, 34% of consumers in first-and second-tier cities usually run, and 5 1% of them say that they drink sports drinks almost every time.
For some people, the consumption scene of sports drinks is also expanding. "For my boyfriend and I, sports drinks are just one of the choices we usually go to the cafeteria to buy drinks." Wu Yiqian, a small white-collar worker who has little time to exercise recently, said.
The Research Report on the Market Prospect of China Functional Beverage Industry in 20 18 issued by China Commercial Industry Research Institute also pointed out that compared with the developed countries in the world, the per capita annual consumption of functional beverages in China is only 0.5 kg, which is still far from the per capita consumption of 7 kg in the world.
With the huge market potential, the market competition is more intense. Compared with the birth of Jianlibao 35 years ago, the functional beverage market in China is relatively blank, and Jianlibao's new product "Love Sports" has more competitors. Time-honored brands such as Red Bull, Pulse, Gatorade and Dong Peng Special Drink occupy half of the functional beverage market in China, and more original "outsiders" have begun to enter the market.
April 20 18, health products Tomson Bianjian and "milkman" Yili respectively launched the first functional drinks, focusing on f6 and plant energy "wake-up source". In addition, the unified "enough to burn", "wake up" and "relax", Wahaha's "fast" and China Resources Ipoh's "magic" also occupy a certain market share. In May this year, Nestle Youhuo began to launch the functional beverage "Nestle Youhuo Replenishing Water+"electrolyte water in China's first tier cities, focusing on "rich in dietary fiber" and "low in sugar and calories". The suggested retail price of this 450ml new product is around 5 yuan. Prior to this, Nestle Youhuo was a drinking water brand owned by Nestle.
In addition, the "time-honored brands" in the sports beverage market are also very active. Pulse, a subsidiary of Danone Group, began to add mango and lime flavor products on 20 17, and launched "Chineng" and "Lemon System". Affected by the "unsatisfactory" performance in 20 18, Emmanuel Faber, chairman and CEO of Danone, also said at the beginning of this year that he would change the formula of some product lines this year. The "Scream" owned by Nongfu Spring also launched new products this year, and plans to launch new products this year.
Facing the fierce competition in the functional beverage market, Zhu believes that although making sports drinks is Jianlibao's strong point, the overall development of Jianlibao has fallen behind the average development level of the entire beverage industry in China in the past decade, from brand to channel, from network to customer to team. More and more strong competitors put forward higher requirements for Jianlibao.
At present, in terms of brand exposure, the newly listed "Love Sports" still takes the old path of Jianlibao-sports marketing. As the official sports drink of the Sudirman Cup of the World Badminton Federation in 20 19, Jianlibao also gained considerable exposure as the competition continued and China won the championship.
But perhaps the "e-sports road" of other competitors is also worthy of attention. For example, Talon, an energy drink owned by Coca-Cola, sponsored RW e-sports club on 20 18, and now Talon is the official sponsor of PSG. LGD e-sports club and UECL e-sports league. In addition to being a regular sponsor of e-sports clubs, competitions and anchors. Red Bull is also trying to lay out offline e-sports halls in Japan, London and other places. After all, e-sports is becoming a new generation of "new sportsmanship".